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Dentsu Quantifies '"Attention" for Measuring Campaign Success

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  • # advertising

  • # project

Dentsu Quantifies '"Attention" for Measuring Campaign Success

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Oriana Schwindt photo

Oriana Schwindt

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Dentsu InSites

In 2018, dentsu embarked on one of the more ambitious research projects in advertising: creating an attention-based value system with their Attention Economy project. In an industry where ad planning is typically based around reach, frequency and viewability, says Joanne Leong, dentsu's Vice President of Global Media Partnerships, attention is the real goal -- all other metrics are simply proxies for audience attention. As such, attention deserves to be quantified and used as a measurement for campaign success.

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Oriana Schwindt photo

Oriana Schwindt

Oriana Schwindt has been covering the television industry for most of her professional career, starting with a byline in Rolling Stone at age 20 and working her way through outlets like TV Guide Magazine, the International Business Times, and, finally, Varie… read more

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Home Knowledge Exchange
Knowledge Exchange

A B2B Solutions Marketplace, where you can search more than 15,000 original thought leadership commentaries, articles, white papers, podcasts and videos on all things media, marketing and advertising.

Read member content
#

Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

Go to page
#

Building an intersectional network of professionals, educators, non-profits to advance diversity in media, marketing and advertising.

Go to page
Watch, Listen & Learn
Watch, Listen & Learn

Watch, Listen and Learn reflects our commitment to a robust educational program, particularly access to online learning tools, which are key in attracting and retaining quality employees and delivering knowledge to clients and prospects.

See All Channels
Legends & Leaders
Go to page
The Pool
Go to page
Conversations with the Community
Go to page
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Go to page
View from the Grandstand
Go to page
In the Loop
Go to page
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Go to page
The Update
Go to page
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Go to page
Advancing Diversity
Advancing Diversity Villages

Building an intersectional network of professionals, educators, non-profits to advance diversity in media, marketing and advertising.

See All Channels
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The Pool
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From Advocacy to Activism
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The Age of Aging
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Future of Men
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Shattering the Glass Ceiling
Go to page
TV / Video Download
TV / Video Download

Behind-the-scenes in Hollywood. Exclusive interviews, reviews and insights.

See All Channels
#AndradeSays
Go to page
Behind the Scenes in Hollywood
Go to page
Ed Martin Report
Go to page
Shattering the Glass Ceiling
Go to page
Multicultural TV
Go to page
Upfronts/NewFronts
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TV / Video Download
Go to page
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